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#LIFTSocial
CASE STUDY: Bringing Social Data to the Business: Geeks in a Jock’s World
Vladimir Matović | adidas Group
@Vlacke | #LIFTSocial
Age of Innocence
@Vlacke | #LIFTSocial
The Setup
…but trust me, I know marketing
I work in IT…
@Vlacke | #LIFTSocial
Work Work Work
@Vlacke | #LIFTSocial
The Analyst’s Dilemma
@Vlacke | #LIFTSocial
The Analyst’s Dilemma
Good enough! Ideal but a waste of effort!
@Vlacke | #LIFTSocial
The Analytics Conundrum
Rarely Used
Rarely Understood
Rarely Asked For
Rarely Applied
Analyst’sPlight
Analytics House
Reporting & Data Puking
Self-service
Analyses
Business Consultancy
Tim
e E
ffo
rt &
B
usi
ne
ss Im
pa
ct
@Vlacke | #LIFTSocial
The Analytics Conundrum
Analytics House
Reporting & Data Puking
Self-service
Analyses
Business Consultancy
Tim
e E
ffo
rt &
B
usi
ne
ss Im
pa
ct
Web Dashboards
Excel and/or E-mail
PowerPoint or PDF
Face-to-Face
Means of Communication
Eff
ect
ive
ne
ss
@Vlacke | #LIFTSocial
The Name of the Game
@Vlacke | #LIFTSocial
The Name of the Game
@Vlacke | #LIFTSocial
In Search of a Bright Spot
@Vlacke | #LIFTSocial
The Stage
@Vlacke | #LIFTSocial
Setting the Goal(s)
For the brand
“Be the World’s most talked about brand.”
For our team
“Plant the seed of analytics and make the Football team our ‘champion’. Make Football team the bright spot.”
@Vlacke | #LIFTSocial
The Bright Spot
Bright Spot is a successful case, a successful example in an area.
Finding a bright spot means identifying success and reasons behind it, and a good way to perpetuate that success.
It’s flipping the switch from analyzing a problem to analyzing a solution.
@Vlacke | #LIFTSocial
Using the Momentum
@Vlacke | #LIFTSocial
Tactic 1: Create a Brand
“All of us need to understand the importance of branding. We are CEOs of our
own companies: Me Inc. To be in business today, our most important job is to
be head marketer for the brand called YOU.”-Tom Peters
@Vlacke | #LIFTSocial
Tactic 1: Create a Brand
/ Promise…/ …that you know what you are talking about/ …that you stand for Quality/ …that you are there to help make someone's life easier
…and by doing this you build TRUST!
/ Communicate…/ …one Look/ …one Language/ …one Logo
@Vlacke | #LIFTSocial
Tactic 1: Create a Brand
@Vlacke | #LIFTSocial
Tactic 2: Create effective Communication
@Vlacke | #LIFTSocial
Tactic 2: Create effective Communication
/ Time the Comms (Brand Conference time)
/ Tie positive association (Gummy Bears)
/ Cast the net wide (Interns to the rescue!)
Result: Reached over 700 people (inc. the CEO), increased brand recognition and received number of positive feedback on the unique approach.
@Vlacke | #LIFTSocial
Tactic 3: Disrupt the way you communicate
/ Research-like studies
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Tactic 3: Disrupt the way you communicate
/ Hype building
@Vlacke | #LIFTSocial
Tactic 3: Disrupt the way you communicate
Result: Over 100 sign-ups (2 of which were VP level).
/ Internal, CRM-like initiative
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Tactic 4: Act like an Internal Agency
Result: Closer connection, trust and access to context leads tomore impactful analyses!
Client
Client Partner(Analyst)
Practice LeadSocial Media
Analytics
Practice Lead Web Analytics
Practice LeadCRM Analytics
Analytics team
Client’s team
Client Partner(Analyst)
physical location
@Vlacke | #LIFTSocial
Tactic 5: Apply basic psychology
@Vlacke | #LIFTSocial
Tactic 5: Apply basic psychology
Notice the common words:• Questions – sparks interest• You/your – makes it personal• Why/how to – solves a
problem/expectation• This/that – specifies/narrows down• Numbers• Superlatives
@Vlacke | #LIFTSocial
Tactic 5: Apply basic psychology
0
50
100
150
200
250
300
350
Avg. Clicks on SocialMedia Weekly
Reports
Avg. Clicks onMobile Monthly
Reports
Before
After
/ Eat Your Own Dog Food
/ Beware of the Click Bait2.3x increase
3.2x increase
@Vlacke | #LIFTSocial
Tactic 6: Go (more) Pro
/ Continue strengthening the Brand of YOU
/ Create excitement
Result: Grew our subscriber base from 300 to over 450 people.
@Vlacke | #LIFTSocial
The Analytics Conundrum
I got 99 problems but this ain’t one
I need more time
I need more people
Analyst‘s Plight
Analytics House
Reporting & Data Puking
Self-service
Analyses
Business Consultancy
Tim
e E
ffo
rt &
B
usi
ne
ss Im
pa
ct
@Vlacke | #LIFTSocial
The Punchline
@Vlacke | #LIFTSocial
The Punchline
/ Brand yourself or your team. You ARE more than just a “numbers” girl or guy.
/ Find your Bright Spot, your Champion.
/ Be ONE with your counterpart.
/ Communicate your value, not your analytics.
@Vlacke | #LIFTSocial
The Punchline
More FUN More BUSINESS IMPACT Stronger sense of PURPOSE
Thank You
#LIFTSocial